Small Business Restaurant Marketing Strategies for Sustainability PDF
Preview Small Business Restaurant Marketing Strategies for Sustainability
Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2018 Small Business Restaurant Marketing Strategies for Sustainability Lyle John Hubbard Walden University Follow this and additional works at:https://scholarworks.waldenu.edu/dissertations Part of theBusiness Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please [email protected]. Walden University College of Management and Technology This is to certify that the doctoral study by Lyle J. Hubbard has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Peter Anthony, Committee Chairperson, Doctor of Business Administration Faculty Dr. Annie Brown, Committee Member, Doctor of Business Administration Faculty Dr. Judith Blando, University Reviewer, Doctor of Business Administration Faculty Chief Academic Officer Eric Riedel, Ph.D. Walden University 2018 Abstract Small Business Restaurant Marketing Strategies for Sustainability by Lyle J. Hubbard MBA, Columbia Southern University 2013 BS, University of Phoenix 1999 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University March 2018 Abstract Approximately 52% of food and accommodation businesses survive 5 years or more. Small business restaurant owners face greater challenges in marketing and sustainability than larger and well-established chain restaurants. The purpose of this multiple case study was to explore the successful marketing strategies of small business restaurant owners who sustained their businesses 5 years or more. The population was small business restaurant owners in Eugene, Oregon. The conceptual framework for this study was Porter’s 5 forces. Data collection included semistructured interviews with 4 business owners, and data analysis consisted of coding and thematically analyzing interview data and data collected from the business and marketing documents of research participants. Five themes emerged: adherence to fundamental restaurant marketing principles; migration of restaurant promotions to websites and social media; innovation and flexibility in marketing; diner loyalty, reputation, and relationship marketing; and marketing evolution from hospitality experience. Each research participant emphasized the importance of food and service quality, flexibility in marketing, budgeting, and relationships with diners as marketing strategies for sustainability. Each restaurateur recognized the prohibitive costs of traditional television, radio, and print marketing and disclosed how social media and word of mouth were effective promotional channels with minimal costs. Findings may be used by small business restaurateurs to increase opportunities for duplicable and predictable sustainability and to increase revenues, job growth, and funds for environmental and philanthropic programs. Small Business Restaurant Marketing Strategies for Sustainability by Lyle J. Hubbard MBA, Columbia Southern University 2013 BS, University of Phoenix 1999 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University March 2018 Dedication I dedicate this doctoral study to my mother, Barbara Yost Hubbard, and my father, D. Wayne Hubbard. My mom and dad have never wavered in their support of me and raised me with strong values and a love of education. My parents are both college graduates from Utah State University. My father also earned a Master’s Degree in Instructional Technology from Utah State University. Their selfless examples of goodness to me and those around them, their lifelong support of me through both good and difficult times, their educational accomplishments, and their numerous life lessons taught, directly and indirectly, have never gone unnoticed by me. Although they are my parents, I hold my father and mother as two of my very best friends. Mom and Dad, thank you for your unconditional love, support, and lives well lived. Acknowledgments I wish to extend a special thank you to Dr. Peter Anthony, my Walden University committee chairperson, for his insight, timely feedback, and guidance as I completed this study. I would be remiss if I did not also extend appreciation to my first Walden University chair, Dr. Gregory Banks. Dr. Banks provided me with valuable mentoring and guidance before the designation of my current Walden committee doctoral chair. I was encouraged by the feedback and professionalism I received from committee members who inspired me with focus and passion. To Dr. Annie Brown, my second committee member, thank you very much for the comprehensive and helpful feedback on my logic, writing style, and content during university research review (URR) submissions. I wish to thank Dr. Judy Blando (URR) and Dr. Susan Davis (program director), for your contributions toward my study. I could not have accomplished this final study without the assistance of numerous Walden University staff, librarians, faculty, and instructors who paved the way for not only me but many other Walden doctoral students, to succeed in a scholarly environment. I extend a special thank you to Mario Aguirre, general manager of Lithia Toyota of Springfield, for allowing a flexible employee work schedule as I completed this study. To my parents, siblings, and friends who kindly dealt with my sometimes erratic behaviors from my academic and life- balance challenges, I sincerely thank you for your patience with me during this achievement. Table of Contents List of Tables .......................................................................................................................v Section 1: Foundation of the Study ......................................................................................1 Background of the Problem ...........................................................................................2 Problem Statement .........................................................................................................3 Purpose Statement ..........................................................................................................3 Nature of the Study ........................................................................................................4 Research Question .........................................................................................................5 Interview Questions .......................................................................................................5 Conceptual Framework ..................................................................................................6 Operational Definitions ..................................................................................................6 Assumptions, Limitations, and Delimitations ................................................................8 Assumptions ............................................................................................................ 8 Limitations .............................................................................................................. 8 Delimitations ........................................................................................................... 9 Significance of the Study ...............................................................................................9 Contribution to Business Practice ........................................................................... 9 Implications for Social Change ............................................................................. 10 Significance of the Study .............................................................................................11 A Review of the Professional and Academic Literature ..............................................12 Marketing Background and Importance ............................................................... 13 Marketing Ps: Product, Place, Promotion, and Price ............................................ 15 i Marketing Plans .................................................................................................... 15 Marketing Adjustments ......................................................................................... 16 Marketing Leadership ........................................................................................... 16 Small and Large Business Marketing Differences................................................ 18 Market Orientation ................................................................................................ 19 Marketing Identity ................................................................................................ 19 Sustainability Fundamentals ................................................................................. 20 Sustainability Marketing ....................................................................................... 21 Sustainability and Stakeholders ............................................................................ 22 Sustainability Ethics.............................................................................................. 23 Sustainability Measures ........................................................................................ 24 Sustainability Leadership ...................................................................................... 25 Small Business Restaurant Marketing .................................................................. 27 Restaurant Market Orientation .............................................................................. 27 Restaurant Success Factors ................................................................................... 28 Restaurant Success Measures ............................................................................... 30 Restaurant Leadership ........................................................................................... 32 Restaurant Nutrition .............................................................................................. 34 Multiple Restaurant Marketing Strategies ............................................................ 35 Restaurant Cost Management ............................................................................... 37 Grocery Supply Marketing ................................................................................... 38 Porter’s Five Forces .............................................................................................. 39 ii Alternative Conceptual Frameworks .................................................................... 50 Transition .....................................................................................................................52 Section 2: The Project ........................................................................................................53 Purpose Statement ........................................................................................................53 Role of the Researcher .................................................................................................53 Participants ...................................................................................................................55 Research Method and Design ......................................................................................56 Research Method .................................................................................................. 56 Research Design.................................................................................................... 57 Population and Sampling .............................................................................................58 Ethical Research...........................................................................................................60 Data Collection Instruments ........................................................................................61 Data Collection Technique ..........................................................................................61 Data Organization Technique ......................................................................................64 Data Analysis ...............................................................................................................65 Reliability and Validity ................................................................................................68 Reliability .............................................................................................................. 68 Validity ................................................................................................................. 69 Transition and Summary ..............................................................................................71 Section 3: Application to Professional Practice and Implications for Change ..................72 Introduction ..................................................................................................................72 Presentation of the Findings.........................................................................................72 iii
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